This study assessed the ability of the theory of planned behavior(TPB) to account for intention and behavior of restraind eating, comparing other alternative models. A sample of university students (N=636) was surveyed with questionnaire constructed to measure attitude toward behavior, subjective norms. perceived behavior control, self-focused attention, and behavior intention and restrained eating behavior. Results showed the substitution self-focused attention for perceived behavior led to the most significant increments in amount of explained variance in intentions and the most significant increments in restrained eating behavior, thereby supporting other model instead of TPB. An alterative model was suggested at the based at findings. The limitations of this study and future directions for further study were discussed.